Komen knows exactly what they are doing and their marketing has absolutely everything and nothing to do with age. That's the brilliance of Komen. They're simply a money machine. When many women wrote to Komen and complained about this ad a Komen representative responded by saying the ad was intended to reach a "younger" crowd by using an "image they could relate to". While social and feminist conscience women were enraged even by the response, the signs remained. I'd like to say that Komen is out of touch with the younger crowd but it seems they are not. If we are really out to change the flow of this river we must address the fundamental "wrongs" in these campaigns for "cure/research" and get young people on board with the offensive social/feminine/consumer assault that these campaigns provoke and not just calling "foul" to the superficial by-products of the regime (the pink ribbons and product consumption). And even more importantly we shouldn't ever separate the old from the youth in these battles - you need some of us on board- we're fighting the same battles and we're passionate. To say "We're on our own. And as I like to say, GenX cancer will only be fixed by GenX." is a bit of a stretch.
I personally think all women should read The Cancer Journals by Audre Lorde in order to clearly understand how far we have not come in defining and owning our personal feminine ideologies and our bodies. The PINK thing transcends marketing/disease/body/consumer exploitation. It's simply oppressive and women in the fields of feminist studies, anthropology, socio-political and marketing have been writing about it for years already. Until people educate themselves on HOW we got to this point with disease marketing/exploiting/profiteering via product consumption and the landscape of advertising they will not understand what it will take to change it's course. The Susan G. Komen foundation is not a bad organization. All of the effort and contributiuons they make towards funding research and assiting the econimically challenged/medically under-served population with screening is commendable. For me, it is not only their no holds barred marketing and advertising that I find has much to be desired but their capitalistic conservative political practices are transparent as well. The foundation lobbied against a pro-consumer patient-rights bill in 1999, 2000, and 2001; the bill that the company sponsored is known as "the HMO Bill of Rights." Not to mention they clearly display absolutely no regard or interest in the causes of breast cancer. As the rising rock-star of money making/receiving organizations for the "cause" I wish they'd at least run a more progressive, socially sensitive, feminist sensitive show- stop exploiting our bodies, stop implying breast cancer is all about our breast and not our lives and stop making cancer out to be something we fight, kick and punch... or lose to. Treat us, the consuming public, like intelligent people. We have also only to blame all the companies who participate in "pink product" merchandising at the expense of those fighting breast cancer while pushing their products stamped with a ribbon. For every lid licked, every product labeled at the grocery with a pink ribbon and beyond simply lies a transparent opportunity to make a buck (with usually very little actually going to the "cause") through passive, empty empathy. Every October there's an open invitation to profit from of a disease- someone else's misfortune. The question is not "what would Susan do?"- it would be arrogant to even speculate or imply she would do anything differently than her sister.
Resources from Rebel1in8:
Pink Ribbon Madness.
Welcome to Cancer Land.
Crunch For the Cure.
Awareness and truths.
